In the realm of consulting, journeys with clients are not only about reaching an outcome or destination; they are about guiding clients through a transformational experience. This “Account Journey” involves strategically orchestrating each step of a project to ensure both consultant and client achieve their desired goals. In this blog, we will delve into the concept of the Account Journey to explore its significance and how it empowers consultants to steer clients toward success.
The Account Journey: Solving Problems and Beyond
Consultants are problem solvers, but the Account Journey goes beyond solving isolated challenges. It is a comprehensive approach that addresses a series of problems while paving the way for long-term growth. As a consultant, it can be easy to get caught up in the minutia of each project, but the best consultants possess tactical thinking skills that enables them to nail the details while also considering the broader strategic actions that deliver transformative outcomes. It is important to note that Account Journeys are much more than a series of project steps that are linked together. Account Journeys are a high-level story of how a client can achieve growth and reach their long-term goals through a prescribed plan. To achieve success, the client must buy into this plan as well as the consultant; it cannot be a one-way street.
The Power of Asking the Right Questions
For consultants, ensuring the client is bought into their journey requires credibility. One way to build credibility is through asking the right questions. Below are examples of essential questions that help inform Account Journeys and create alignment with the client:
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- Where does the client stand today?
- What’s the next step they should take?
- Are our desired outcomes aligned with their actual needs?
- What direction does the client want to pursue?
- How can we help them reach their desired destination?
Without first asking these questions, you may end up wasting both you and your client’s time, leaving your client completely dissatisfied by the end of the Account Journey. If you can start the Account Journey by asking the right questions and pushing the client for full, honest answers, you set yourself and the project up for success and save headaches down the road.
Navigating Blind Spots: Taking Control of the Journey
As clients get excited about the outcomes being described, they will at times attempt to take ownership and own their own journey. While this is a natural response, in most cases this will result in negative outcomes for both client and consultant. A client with limited experience will be “flying blind” as they attempt to drive outcomes that they have not experienced before, possibly resulting in the outcomes not being achieved at all.
This instance highlights the importance of developing an Account Journey at the outset of a project; it mitigates the risk of losing control. With that said, control can be lost even with an Account Journey, but the Account Journey is there as a safeguard to manage the client and to navigate blind spots that inevitably occur. By utilizing the Account Journey to manage the client and achieve buy-in, you are empowered to map out the direction that a project should take. After establishing the Account Journey, you can maintain control and stay on track by identifying a client’s current state and collaboratively determining where the project is headed next. This process, which is referred to as mapping, helps your client understand the details of the journey that they are embarking on. Admittedly, this is very complex process, but there are tools that can be utilized to navigate these complexities to display a credible plan of action.
One such tool is the Gantt Chart – a visual project management tool that provides a graphical representation of a project’s schedule and activities over time. Gantt Charts offer several benefits to consultants and clients, which include; a clear overview of the project’s timeline, task dependencies (tasks which must be sequenced in order to be completed), key milestones, progress reports, activity ownership, and resource allocation. Tools like the Gantt Chart are particularly helpful when trying to take or maintain control of the Account Journey in scenarios where clients are responsible for specific tasks. The Gantt Chart ensures all parties are held accountable to the tasks they have been assigned.
The Art of Sequencing: Pulling the Right Levers
Sequencing plays a pivotal role in the Account Journey. Consultants need to “pull levers” at the right moments to create the desired outcomes. Because every client is unique, understanding their current state is crucial for successful execution. You must understand how their organization runs to begin to understand which actions in the Journey are to be connected and properly sequenced. Understanding how your client is organized and how their leaders will respond to change is essential to staying relevant in the Account Journey. Projects and the Journey as a whole, rather than being linear, are more akin to circles, demanding continual engagement. How do you stay relevant and keep the momentum?
Energizing the Journey: Keeping the Momentum
Projects often span extended periods, ranging from weeks to even months or years. In this context, it becomes even more important to inject renewed vigor and enthusiasm into the project to prevent stagnation and maintain client engagement. Consultants play a pivotal role in acting as catalysts for this continuous renewal process. They bring forth innovative ideas, novel approaches, and cutting-edge concepts that infuse new life into the project. This ensures the client remains motivated and invested throughout the project’s lifecycle.
For instance, consider a marketing consulting project aimed at launching a new product. As the project progresses, the initial excitement and anticipation among the client’s team members might wane. To counter this, the consultant might introduce fresh market research findings that unveil new opportunities or suggest creative promotional strategies that reignite the team’s enthusiasm. By consistently introducing new ideas, the consultant not only helps to sustain momentum but also enhances the project’s outcomes. In essence, the role of consultants as energy providers within projects is comparable to that of artists who continually add vibrant colors to a canvas. By consistently offering fresh perspectives and solutions, consultants keep the journey dynamic, engaging, and focused on achieving the desired project objectives.
The Account Journey: An Organization-Wide Script
Much like a script that guides an actor through a play’s narrative, the Account Journey serves as the blueprint that outlines the path a client engagement will take. This journey is meticulously crafted by you and your organization to align with the client’s objectives and the overall project scope. In this analogy, you step into the role of the actor, entrusted with the task of bringing this script to life through adept account planning and execution. Just as actors imbue their characters with emotions and depth, you add value by tailoring each phase of the journey to the client’s unique challenges and needs.
Ultimately, the Account Journey is a beacon guiding both clients and consultants through uncharted waters. It embodies collaboration, adaptability, and vision. With each phase, each interaction, and each decision, this journey forges lasting relationships, cultivates growth, and transforms challenges into triumphs. So, as you embark on your own Account Journeys, remember that you are not merely consultants; you are the architects of transformation, the narrators of success, and the driving force behind organizations’ remarkable journeys.
Written by: Dean McMann
About the Author: Dean McMann is a Founding Partner at McMann & Ransford with 35+ years of experience in consulting and professional services. He is a sought-after expert and speaker on topics of: B2B differentiation, professional services best practices, and overcoming commoditization. In addition to his extensive experience in the Professional Services space, Dean also serves on the board of various non-profit organizations.
